3 Critical Mistakes To Avoid When Making A Direct Mail Flyer

About 39% of customers say they try a business for the first time because of direct mail advertising. But in order for your direct mail flyer to be effective in attracting the customer to your product or service, it has to meet a variety of important criteria. Here are a few critical mistakes to avoid when designing and printing a direct mail advertisement.

Mistake: Not making the offer clear

If you want to put in the effort of a direct mail marketing campaign, it’s crucial to state your company’s offer, loud and proud on the flyer. Give them a strong Call to Action, you want to give your prospect a reason to call now, not later. The consumer should never have to go looking for it — they’re likely to get frustrated and give up after just a few seconds. Similarly, try to avoid having a laundry list of terms and conditions below the offer. Yes, they serve a legal purpose, but if they look like nothing more than a massive block of text, the recipient may be turned off entirely, and your mailer will end up in the trash.

Mistake: Not designing for the eye

Direct mail flyers need to be well-designed to be well-received by your potential customers. That means they should be appealing and stand out amongst the rest of your mail — no overtly clashing colors or crazy fonts. Keep it simple, keep it legible, but also make sure to keep it informative and exciting!

Mistake: Not using personalization in your flyer

Being able to incorporate personalization into your design and direct mail piece is key to the success of your campaign. Being able to say, “Hey John”, instead of “Hey You” when marketing to a prospect is much more impactful and will yield a higher response from your direct mail piece. You can even personalize the message, offer, or images to be more specific to the audience you are sending to, using multiple messages, offers, or images within the campaign.

Ultimately, designing an effective direct mail flyer comes down to creativity, simplicity, and transparency. For more information about graphic design and marketing solutions, contact Modern Mail and Print Solutions.[/caption]

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Debunking 3 Major Myths About the Modern Printing Industry

When it comes to marketing, too many people leave direct mail out of their plans. While social media can be a valuable part of a company’s marketing strategy, it can’t be the only means in which they market. Direct Mail Marketing is the only means that puts your marketing message into the hands of your prospect at the right time, making it the most valuable part of any marketing strategy. Not only does direct mail allow you to target who to send to, but it yields the best ROI out of any marketing strategy. So although many believe that because postage rates increase, printing is going to the way side, it’s not going to become obsolete any time soon.

Here are some other common myths about the printing industry.



Myth: Print ads are a lost art.

Despite the fact that digital marketing is skyrocketing in popularity, people continue to enjoy reading printed content. And in many industries, direct mail marketing is still extremely popular as well (think retail, auto dealerships, and fundraising). In fact, thanks to low costs, direct mail marketing yields on average a 13-to-1 return on investment. That’s largely due to the fact that direct mail feels more personal than other forms of communication, and allows you to not only personalize your message to your audience but specially target who you send your piece to.

Myth: Printing is harmful to the environment.

This was a very popular myth years ago, but many people still seem to think this way. The fact is, all paper materials are able to be recycled and used again, unlike many other materials. Recycled paper can even be made into more paper and the majority of your commercial based paper has a recycled component. Also, most inks used on commercial presses are SOY based inks, making them much more environmentally friendly. Ultimately, the recycling technology that has been developed in the past decade has greatly decreased the carbon footprint of the overall paper manufacturing process.

Myth: Printed materials are impersonal.

Many people are quick to assume that a printed letter will always be less personal than, say, a handwritten letter, but that’s simply not the case. Variable Data Printing (VDP) allows you to easily customize your message for each individual recipient, and the resulting product is certainly more personal than a spammy email blast. Rather than an one-message-fits-all TV or radio spot, VDP allows people to carefully craft their message to be specific to the recipient. In addition to the message, you can also design a beautiful background image or graphic to take the personalization one step further.

Ultimately, these are just a few myths about the printing industry. The fact is, direct mail has made a huge comeback, and while it’s true that digital marketing is gaining popularity, many people will always appreciate the personal touch that comes with direct mail marketing.

At a time when we all spend hours of the day staring at screens, there’s always going to be something special about a physical message you can hold in your hands.

For more information about Direct Mail Marketing in Tampa, contact Modern Mail and Print Solutions.

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Slow and Steady Wins the Marketing Race — Take Advantage of Direct-Mail Marketing

How many people do you think look forward to checking their email inbox each day? How many actually pay attention to pop-up ads or digital advertisements?  Even in our digital world, 40% of people under the age of 30 look forward to checking their mail on a daily basis. True, no one likes getting bills in the mail, but physical mail has become especially powerful in a world of constant, unrelenting, instant communication. That’s why direct-mail marketing continues to be a proven marketing technique that gets people’s attention.


Taking advantage of direct mail to boost sales and engagement can be a fantastic strategy that’s not going out of vogue any time soon.  The misconception is that direct mail is too expensive to implement, and is why some companies don’t try it.  However, research shows that direct-mail marketing campaigns actually cost a fraction of what digital ad campaigns costs.  By using printers that know mailing services, you can save even more by reducing the hard cost of postage.  Utilizing a full service commercial print and mail house can make your direct mailers a breeze to execute and save you money.

Keep reading to discover the benefits of this tried and true marketing technique.


Why Is Direct Mail Marketing So Effective? 

With the rise of the Internet, some over-eager futurists expected direct-mail marketing to go the way of the phone book. And even though digital marketing can be an effective and necessary part of any marketing strategy, sometimes a more classic approach is still the best way to reach new prospects.


Indeed, direct-mail marketing provides about a 13-1 return on investment on average. Online, there are thousands of ads and spam messages competing for attention, but that’s not the case in your customers’ mailboxes. Over 90% of shoppers say they would rather receive direct mail in order to make purchasing decisions, while 65% are more likely to remember to use a voucher if they received a physical copy like a coupon to carry with them.


Overall, the average household response rate for direct mail campaigns is almost 4%. This is especially impressive, given that the response rate is only .2% for mobile, .1% for social media, and .02% for online advertisements.  In fact, this technique can be so effective that even digital-first businesses use direct-mail marketing to great effect. USPS conducted a study that showed over 60% of those who received direct mail visited the website being promoted, and it had the most effect on first-time shoppers.  So marketers are realizing by combining direct mail with an internet presence, that the direct mail can drive their prospects exactly where they want them to go online….increasing relevancy and response rates.


But How Can I Save Money on Postage? 

As you can see, direct-mail marketing is an effective tool for marketers. Naturally, you want to try and keep your costs down, while increasing your response rates.  With postage going up semi-regularly, marketers can be anxious about using direct-mail as their marketing means. However, there are ways to save on the hard cost of postage and generate higher ROI’s!


The first way to save on postage costs is by utilizing standard class/bulk mail services.  The United States Post Office offers a bulk mail/volume discounts for large mail jobs. If you’re mailing 200 pieces or more, you can save as much as $.28 in postage costs by mailing standard class.  When mail houses are able to presort your mailing, the post office gives certain discounts on your postage.


Another key way to save on postage costs is by utilizing the services of a commercial mail house to drop ship your mail.  Drop shipping your mail to the Bulk Mailing Facilities is a great way to achieve postage discounts that most direct mail companies don’t offer with their package prices or even know about.  In this situation, mail houses will process your mail and leverage shipping companies to delivery your mail directly to the local postal facilities close to the final destination…saving you postage costs while expediting your mail.


Finally, you should find reputable printers near you that have their own mail house.  Using a turnkey operation for your projects will not only save you time and money, but it will cut the middle guy out that typically is making money on your postage savings…putting your money saved back in your pocket!


Target Your Direct-Mail Campaign 

Don’t market to everyone; target specifically those that are your best prospects.  New digital tools make it so easy to identify those target consumers. Rather than sending out a massive number of mailers to potential customers, savvy marketers are identifying likely customers ahead of time.  Your best prospects are similar to your current customers, therefore leveraging experienced list companies allow you to target and identify your best prospects in your markets.  Then once you’ve identified your market, sending a personalized direct mail messages to them via a postcard or letter has shown to increase customer engagement and response rates.  Variable data direct mail allows you to send personalized commination to the right prospect at the right time.


Don’t discount the powerful effects of a direct-mail marketing campaign can have on your business. You might be surprised at the results!


Looking for printers in Tampa? Get in touch with our marketing experts today for help with all of your printing and mailing needs.


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Trends of Millennials: Examining the Marketing and Shopping

It’s no secret that our world is becoming more digital and technology-oriented every single day. These changes have altered the way people communicate with each other. It’s more important than ever before to understand the trends of millennials. Direct digital printing used to be the primary way to send and receive documents. Some even say that it’s slowly but surely becoming obsolete and unnecessary. Is that true?

representing Trends of Millennials A whole 39% of customers say they try a business for the first time because of direct-mail advertising. That’s great but how many of those people are part of the older generation and how many are millennials? The statistics may surprise you.

Trends of Millennials

Many people are under the impression that millennials are too tech-savvy to concern themselves with anything but their mobile devices. That’s why marketers have altered the way they get millennials’ attention. They’re skipping direct mail and opting for emails and social media promotions. Since the Internet is an indispensable part of many people’s lives for nearly 20 years, businesses have had to change the way they conduct operations. An flyer advertisement in the mail is now sent as an email or even text promotion.

Catch with Millennials

But here’s the catch — direct marketing and digital marketing are not mutually exclusive. Businesses often use both methods as a means of reaching out to different audiences, and rightfully so, because they both drive sales to a certain degree.

The thing is millennials’ shopping habits are equally split between online and in-store shopping. However, there’s no denying the advantages of being able to see certain products in the store before committing to buying them. The younger generations do prefer to have the option of shopping in a store and on-line.

Ultimately, research indicates that direct mail may not be the only form to reach an audience anymore. Even if it’s still preferred by a good portion of the population, including millennials. The future of direct mail is unknown, but for now, businesses are doing their best to integrate both direct mail and digital marketing into one brand-driven customer experience.

For more information about mail and wholesale printing services, contact Modern Mail and Print Solutions.

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Running a Direct Mail Campaign: Important Dos and Don’ts to Remember

Did you know that on average, direct mail marketing yields a 13-to-1 return on investment ratio? That’s right, a simple direct mail marketing campaign could yield huge returns for you. But only if you do it right. Running a direct mail campaign isn’t something you should jump right into without first knowing a bit of strategy.

representing Running a Direct Mail Campaign
There are certain things you might see from other direct mail campaigns that are simply not effective. In order to help you prevent those same mistakes, here are a few important dos and don’ts if you want to run a successful direct mail campaign.

Do’s and Dont’s for Running a Direct Mail Campaign:

DO: Focus on a Target Audience

The clearer the image of your audience, the better. Before you send anything out for printing or even hire wholesale printing services, you need to know exactly who you want to market your business to. Come up with a list of names and addresses where your material will be sent, and only after that point go to the printer. List companies can help you profile your existing customers so you can find like people in your targeted area.

DON’T: Fake Customers Out

Have you ever received a letter in the mail claiming “FREE MONEY” across the envelope, only to find there’s nothing of the sort available? Direct mail is a method of marketing that allows you to build trust with your customers, not trick them into thinking you can do something that you actually can’t.

DO: Include Incentives

While you absolutely shouldn’t make false claims, it’s important to give customers an incentive to actually utilize your services. Before you move forward with digital printing, it’s important that you determine what kind of incentive you’ll include. Will it be a coupon? A special discount? What will make your prospect contact you today and now when they need a service you offer? These are the details that matter.

DON’T: Skim Over the Business Description

If you’re mailing to potential customers, it’s important that you fully explain what exactly it is that your business does. If you leave out crucial details like what kind of services you offer, you’re going to find a lot of confused customers or a lack of new customers at all.
Digital printing can make direct mail marketing easy, but don’t forget that the content printed is what matters most!

Do not hesitate to contact us to get started on your project!

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Variable Data Printing: What Is It and How Is It Used?

representing variable data printing

When it comes to reaching out to your customers, your primary objective is to engage them. Like many businesses, you have a number of people of different ages and backgrounds on your mailing list. This might be hard to personalize your mailed content. Variable data printing might be the solution to your problem.

In this digital age where we can optimize just about anything. Don’t forget that mail and printing services haven’t been left in the dust. In fact, thanks to variable data printing, modern printing services are more sophisticated and flexible than ever.

What is variable data printing?

VDP, also known as one-to-one marketing or personalized printing, is one of many digital printing services. However, this type of printing allows printed information to vary from one piece to the next, within the same order. VDP uses additional information from a database on file to customize the content of each piece based on customer information. Age, gender, and interests are just some things that may change the layout of the content. Altering content will make the marketing piece more relevant to the prospect.

Why is variable data printing useful?

This technique is primarily used in direct marketing, customer relationship management, advertising, invoicing, and applying addresses on self-mailers, brochures, and postcards. Some companies completely forego customization for the sake of convenience. For example, a letter that starts with “Dear Customer” isn’t likely to see much engagement. In the past, even changing something as simple as a name from letter-to-letter presented a huge challenge. But with variable data printing, your organization’s printed content can be custom for the recipient.

When your messaging requires that personal touch, digital printing services like VDP are your best bet.

How does VDP work?

VDP employs the use of software to customize portions of printable content. Some things that could vary depending on the customer include font size, color, and style, as well as the addition of photographs (color or black and white), or other graphics.

The VDP software registers the need for customized artwork on a particular page and pools information from the customer’s profile in a separate database in order to choose an image that is relevant to them specifically. Typically customers say that only 31% of direct mail contains useful, personalized information. Integrating custom information may help your customers in the long run.

For example, if a travel agency is offering a deal on trip consultations, they won’t want to send out the same offer to each customer. They should know what kind of places their customers like to travel to. One customer might be receive a custom brochure that offers trips to European countries. While others may be receive offers for the American southwest. The idea is to be relevant to what the customers wants and needs are, that is what will drive higher response rates.

Variable data printing may seem like a complicated undertaking for a direct mail communication, but it will increase response rates! It will allow you to narrow down your target market, personalize the communication to your target market and give personalized offers/promotions that are relevant to that marketing…which will in turn increase your response rates! Let Modern Mail and Print Solutions help you better your mail marketing strategy to increase consumer engagement and increase response rates.

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Offset Printing vs. Digital Printing

Offset Printing vs. Digital Printing

Offset Printing vs. Digital Printing

Which is the better fit for your project – offset printing, or digital printing?


Two choices await you when you walk in with a large printing project – offset printing or digital printing. These two printing styles have been around for years (well, one far longer than the other), and both have their advantages. Here’s what you need to know.


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Modern named Small Market Business of the Year!

The Tampa Bay PCC has recognized Modern Mail & Print Solutions as the 2013 Small Market Business of the Year! This is a tremendous honor for us and we are extremely grateful for the recognition. The reason for our success though is because of our great and loyal customers like you so a big THANK YOU for helping us achieve this great honor! We are excited to build on this success with you in 2014!

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SCF Discounts

Recent facility closures have brought huge changes to the Mailing industry, increasing costs and slowing down delivery times. In addition, these changes have impacted our local area making it more difficult for local mailers to achieve SCF Discounts in both Tampa and St. Petersburg. Previously, if you owned a permit at either Tampa or St. Petersburg and you were mailing into that area, you automatically received a $.04 discount for entering your mail into the Bulk Mailing Facility. Now as of January 5, 2015 to qualify for SCF discounts, mailers will no longer be able to achieve that discount at the BMEU (Bulk Mailing Facility) and are now required to enter mail at the identified SCF location for that mail. So this means if you own a permit in Tampa or St. Petersburg, for you to achieve the SCF discount there will be a Drop Ship Charge associated with that mailing because those facilities are not SCF locations. These changes may cause you to see either higher postage costs or an additional Drop Ship charge with your mail.

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Modern Mail & Print Solutions moves to Full-Service

Effective January, 2014, the use of the Full-Service Intelligent Mail service is required for all mailers to qualify for the Automation Discounted prices. With this ruling going into effect by the US Postal Service, Modern Mail & Print Solutions will be transitioning into Full-Service capabilities to ensure our customers will continue to achieve the best postage prices available. “This is a huge process and transition for our company, but one that was necessary.” said VP of Operation Shane Cosser. “With this move to Full-Service, we will be more efficient from a mailing stand point and be able to continue to service our customers the way they’ve become accustom to.”

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